NORTHUMBERLAND County Council has launched a new campaign aiming to tidy up the county's road.

Residents are being encouraged to 'love their county' and not to drop litter, in order to keep Northumberland's roads clean and tidy.

Litter thrown from vehicles costs the council around £2.6m every year, although more than 100 people have been fined or prosecuted for dropping litter so far this year.

Councillor Glen Sanderson, cabinet member for environment and local services at the council, said: "We know people have a great deal of pride in our county and most people never drop litter but it’s such a shame that a small minority think it’s acceptable to throw rubbish from their cars.

"The council spends millions each year clearing up litter and rubbish - some of which would be better spent elsewhere.

"It’s not difficult to put litter in a bin or take it home and we hope this campaign will act as a gentle reminder to everyone to play their part in keeping the county litter-free."

The roadside campaign will see advertising on petrol pumps and the back of buses around the county, while clean-ups will be taking place on roadsides.